Wirk

What Wirk does

Wirk operates New Country 103.1, a country-format FM radio station headquartered in West Palm Beach, Florida, serving listeners across South Florida. The station is owned and operated by Hubbard Radio West Palm Beach, LLC, a subsidiary of the privately held Hubbard Broadcasting conglomerate, and is staffed by a small team (1–10 employees) led by Program Director Grover Collins, Marketing & Promotions Director Beth Stibal, Director of Sales Danny Bortnick, and Prize & Promotions Coordinator Kel Lutz, alongside on-air personalities including Tim, Chelsea, Moriah Daniels, Nick Rivers, and Eddie-E. Programming consists of a live country-music broadcast stream complemented by original podcasts (CHANGEmakers, Catch 'Em Up, UAP, Full Rigor), concert events, and community initiatives such as the Hubbard Helps program.

The station distributes content across multiple channels: the licensed 103.1 FM signal, web streaming, a branded mobile app, an Amazon Alexa skill for voice-activated listening, and podcast platforms. This multi-channel footprint is intended to extend reach beyond the licensed West Palm Beach geography and to capture listening on digital and voice surfaces. Technology infrastructure is standard for a U.S. commercial radio station — broadcast automation, streaming encoders, mobile app, podcast hosting, and a smart-speaker integration — with no proprietary AI or advanced data systems described.

Revenue is generated primarily through local advertising sales and sponsorships. Named sponsorship and partnership counterparties include iThink Financial Amphitheatre (Summer of Live concert series), Schumacher Automotive Group, Lindstrom Air Conditioning & Plumbing, plus community partners Farm Share, American Red Cross, Sandals Foundation, Susan G. Komen, and the COX Science Center & Aquarium. The station also benefits from a multi-year media partnership with WPBF 25, an ABC affiliate also owned by Hubbard Broadcasting, enabling cross-station promotional activity. Customer concentration, ratings, and revenue are not publicly disclosed.

Name

Wirk

Legal name

Hubbard Radio West Palm Beach, LLC

Website

https://newcountry1031.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Wirk operates New Country 103.1, a country-format FM radio station in West Palm Beach, Florida, serving South Florida listeners with live broadcasts, podcasts, events, and a mobile app under Hubbard Radio West Palm Beach, LLC.

Ownership category

akta.pro rank

Product category

Radio Broadcasting

NAICS

Radio Broadcasting Stations (51611), Radio Broadcasting Stations (516110)

SIC

Radio Broadcasting Stations (4832)

akta.pro primary industry

Commercial Terrestrial Radio Broadcasting (AM/FM) (MPAIAEAA)

akta.pro secondary industries

Local Radio Station Groups (Owned & Operated/Station Chains) (MPABACAC), Internet Radio & Streaming Broadcast Stations (Simulcast/Online-only) (MPAIAEAE)

Keywords

• Country radio broadcasting
• Fm radio station
• Digital audio streaming
• Radio advertising
• Podcast production

Headquarters

HQ city

West Palm Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Advertising & Sponsorships: WIRK generates revenue primarily through selling advertising spots to local and regional businesses. The station offers various advertising opportunities including on-air mentions, digital ads, contest sponsorships, and event naming rights. Major sponsors include automotive dealerships, HVAC companies, and local businesses targeting South Florida consumers.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

WIRK is a country-music formatted FM radio station broadcasting on 103.1 in West Palm Beach, FL, extending its programming through a mobile app, Alexa skill, website player, and original podcasts (CHANGEmakers, Catch 'Em Up, UAP, and Full Rigor). The station packages its audience reach for sale to advertisers via on-air spots, digital ads, sponsorships of segments and live events, and concert tie-ins such as the Summer of Live series.

Product overview

Wirk (New Country 103.1) is a South Florida country music radio station owned by Hubbard Radio West Palm Beach, operating as a unified broadcast and digital platform. The core offering is the WIRK Radio Stream, delivering continuous country music programming supplemented by multiple on-air personalities including Tim & Chelsea in the Morning, Moriah Daniels, Nick Rivers, Eddie-E, and Culturally Speaking: South Florida Sunday. The station extends its reach through a mobile application (iPhone and Android) and an Amazon Alexa voice skill for multi-platform listening. A diversified content portfolio includes original podcasts such as CHANGEmakers, Catch 'Em Up, UAP Unidentified Alien Podcast, and Full Rigor: Florida True Crimes. The station supports listener engagement through a rewards/contests program, summer concert series partnerships, and community outreach via the Hubbard Helps initiative. Additional utilities include traffic maps and weather forecasts for the South Florida market.

Differentiator

Problem solved

Functional benefit

Products and services

• New Country 103.1 WIRK FM Radio Stream

Named customers3 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Farm ShareminorStrategic or Co-development PartnerHubbard Helps initiative partners with Farm Share, Florida's largest independent food bank, to support families facing food insecurity. The partnership recovers surplus crops from Florida farmers and distributes fresh, nutritious food to South Florida communities.
• American Red CrossminorStrategic or Co-development PartnerHubbard Helps initiative partners with American Red Cross for hurricane relief efforts, mobilizing trained volunteers and delivering critical supplies to affected communities.
• The Sandals FoundationminorStrategic or Co-development PartnerHubbard Helps partnership with The Sandals Foundation for Caribbean hurricane relief efforts, with 100% of donations going directly to emergency response programs.
• Susan G. KomencoreStrategic or Co-development PartnerStation supports Susan G. Komen through annual FORD Warriors in Pink program, highlighting breast cancer survivors and promoting the More Than Pink Walk in West Palm Beach. Partnership includes event sponsorship, survivor profiles, and awareness promotion.
• WPBF 25minorStrategic or Co-development PartnerMulti-year media partnership with WPBF 25 (ABC affiliate) for joint promotional initiatives including meteorological exhibits at COX Science Center & Aquarium.
• COX Science Center & AquariumminorStrategic or Co-development PartnerJoint partnership with WPBF 25 and COX Science Center & Aquarium for exclusive multi-year meteorological exhibit promotion.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Townsquare Media: Mid-sized U.S. radio operator with country and music-formatted stations in mid-sized markets. Comparable business model combining on-air advertising, digital streaming, live events, and sponsorships similar to WIRK's monetization mix.
• Beasley Broadcast Group: Regional radio broadcasting group with significant Florida station holdings, including formats that compete with WIRK for South Florida listeners and local advertising revenue. Comparable single-market and multi-market terrestrial radio operator.
• Audacy: Major U.S. radio operator (formerly Entercom/CBS Radio) with multiple stations in Florida, including country and music formats. Direct competitor to WIRK in the same South Florida advertising market and the broader audio streaming/podcast space.
• Salem Communications: Radio broadcasting company operating AM/FM stations nationwide with a focus on niche formats (talk, Christian, country). Operates as a direct comparable to WIRK in station-level economics and advertising-driven revenue model.
• Cumulus Media: National radio broadcaster operating AM/FM stations across the U.S., including country-formatted outlets. Cumulus competes with WIRK for country listeners, advertising inventory, and concert event partnerships in shared markets.
• iHeartMedia: America's largest radio broadcaster, operating multiple FM stations in the South Florida market (including country and other formats) that directly compete with WIRK for listeners and local ad dollars. Both monetize FM broadcast plus digital streaming and live events.

Broad incumbents

• SiriusXM: Satellite radio and streaming audio incumbent that competes with WIRK for in-car country music listening and national advertising dollars. Provides a substitute product for the same South Florida commuter audience.
• Cox Media Group: Diversified media conglomerate operating radio stations (including in Florida markets), TV stations, and digital advertising platforms. Larger incumbent that competes with WIRK on local ad sales while offering advertisers broader cross-platform buys.

Emerging players

• Pandora: Internet radio and music streaming service that competes with WIRK for country music listening time, especially among digital-first and younger listeners. Represents the secular shift away from terrestrial broadcast that pressures WIRK's audience.

Others

• Hubbard Broadcasting (parent): Private, family-owned parent company of Hubbard Radio West Palm Beach, LLC. Not a direct competitor but provides corporate context—WIRK shares resources, programming assets, and operational best practices with sister Hubbard Radio stations in other markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/NewCountry_1031
• YouTubeyoutube.com/channel/UCpometers
• Facebookfacebook.com/NewCountry1031WIRK
• Instagraminstagram.com/newcountry1031

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wirk